BRISTOL, Conn., Aug. 11 (UPI) -- Starting next month, the historic ABC Sports brand will cease to be as it completes its integration into the ever-expanding U.S. media entity, ESPN.
The Hollywood Reporter said that on Sept. 2, the brand which helped launch ABC regulars like "The Wide World of Sports" and "Monday Night Football" will move aside to allow for the emergence of the network's new sports image, "ESPN on ABC."
The changeover completes years of slow but steady integration of the network's brand into the ESPN conglomerate, which included ESPN President George Bodenheimer being named head of ABC Sports in 2003.
"We believe that by expanding the ESPN brand to the ABC television network ... we'll be able to serve fans better," said Bodenheimer.
The agreement will allow ESPN to control all aspects of ABC's sports coverage, ranging from implementing its own style of sets and scoreboards to the use of its own programs during broadcasting.
In return, an ABC bug will be visibly evident in the corner of the screen and all advertising will make it clear that ABC is televising the event, not ESPN, said the paper.